GM Placing Emphasis On Pickups And SUVs In ASEAN Region

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It’s often said when the United States sneezes, the entire world catches a cold. Normally, that’s in response to economic downturns, but it can even be said for culture and markets. Specifically, it’s safe to say the pickup truck and SUV, once American staples in automobiles, have gone global.

General Motors certainly realizes it, because the emphasis will be on both body styles in the booming ASEAN region markets. WardsAuto had the opportunity to talk planning with Mike Devereux, vice president-sales, marketing and aftersales for GM International, at the 37th Bangkok International Motor Show, where the Colorado Xtreme and Trailblazer Premier were shown.

Once noted for small, affordable vehicles, this region is now opening up a vivid middle class, and they’re looking for extra space and capability. Devereux stated 70-percent of GM’s sales in the region encompass Colorados and Trailbalzers, an incredible portion.

Investment strategy will reflect the market, like in India, where about $1 billion has been placed for future growth in the segment. However, GM will continue to tailor local portfolios to markets expecting other vehicles, too, such as the Philippines and Vietnam.

On a broader note, we’re glad the world is able to sample a true SUV, but we hope the Trailblazer nameplate does return home to the culture that birthed the sport utility vehicle movement.

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— Sean Szymkowski

Sean is a lead staff writer for GM Authority. The words above are fueled by passion and large amounts of caffeine. Find him on Instagram: @helloimseann

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6 Comments

“we hope the Trailblazer nameplate does return home to the culture that birthed the sport utility vehicle movement.”

We need to see a concept at the November auto show. Do we need to start a partition, because apparently hope does not seem enough for GM to bring the Trailblazer state side.

Today, I took my 2000 ZR2 Blazer and towed my brother-in-laws 2003 trailblazer to my house because the water pump grenaded on it. As we are working on it, and putting the cheapest parts on it because he said he only needs it to last another 8 months and then he’ll be ready to slap down a fat down payment on a new vehicle.

As we spoke about future vehicle options, the Colorado is nice but doesn’t want a pick up because he wants to be able to lock up his gear in the back. The Tahoe is too big and too expensive, used ones have too many miles. The Equinox he feels is not rugged enough to go camping in.

I told him to just wait, GM is going to give us a new Blazer. But what if, in a year they still don’t have anything that will fit his needs. I’m almost ready to buy a new Trailblazer, he’s almost ready to buy a new Trailblazer.

So in a year are we going to be shopping for 4-Runners and Cherokees or are we going to be getting new Trailblazers?

I agree it is long over due to not offer a real SUV that isn’t as high nor big as the Tahoe/Surburban.
And looking at the new Trailblazers overseas man do they look good.. That’s a perfect idea SUV for me, they definitely need to reveal it for North America.

I too, long for the return of a GM body on frame SUV that is smaller than a Tahoe/Yukon. Unfortunately, from talking with family that works for GM that just got the portfolio of future GM vehicles – the US Trailblazer is returning as a crossover/unibody type vehicle. They said perhaps 2022 we would see the return of a smaller BOF SUV (being developed now). I have been a tried-and-true GM guy all my life, but I’m needing a new vehicle and may be headed the Jeep Grand Cherokee route because GM doesn’t have what I need (diesel mid-size BOF SUV). GM is missing the mark by not bringing the Asian Trailblazer over to the US.